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The Paper Chase

© Hunter

An endorsement can be worth more than the paper it is written on for your campaign.

Some may argue that it is not important to get the endorsement of your local newspaper, but I believe that it is the greatest boost, as well as free media coverage, you can get.

These newspaper endorsements come usually just a few days before Election Day, and this thumbs up can sway the minds of some of your voters, especially those that are still undecided.

There are a few steps you can take to try to get this endorsement. First of all, you can call your local newspaper and ask them if they will be issuing an endorsement in the election. Then find out from them when the paper has decided to have the editorial board meet the candidates and when the endorsement will be made. It is difficult to make effective use of an endorsement if you dont know when it is going to be published.

About 6 weeks or so before the editorial board session, you should conduct a public relations campaign targeting those that will sit on the editorial panel and review your candidacy. You can call the editorial page editor and ask who will participate in the session, which most time will include political reporters, editors, publishers, and managing editors.

It is a mistake to only send your position papers and press releases to the political editor that is covering the race, as you want others to know the kind of issue-oriented campaign you are running as well. You can routinely send editorial editors copies of statements with your business card attached, making it an FYI and if they have written an editorial with which you agree, take the time to write a complimentary note.

You must give the editorial boards the same attention you would give a candidate debate. . . rehearse . . . rehearse . . . . rehearse. You can never be too prepared, due to the fact that most of these board sessions are on the record . . . usually with a large tape recorder present.

The fact is, most people dont read the newspaper any more and as far as that voting block is concerned, the endorsements arent worth the paper they are written in. So, before the endorsement comes out in the paper, you should prepare a flyer that tells your voters what the newspaper is going to say about you.

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